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Please use the table below as your cover sheet for the 1st page of the submission. The sheet should be before the cover/title page of your submission.
Programme
MSc Management
Module name
Customer Experience Strategy
Schedule Term
Student Reference Number (SRN)
Report/Assignment Title
Date of Submission
(Please attach the confirmation of any extension received)
Declaration of Original Work:
I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my original work, researched, undertaken, completed and submitted in accordance with the requirements of BPP School of Business and Technology.
The word count, excluding contents table, bibliography and appendices, is ___ words.
Student Reference Number: Date:
By submitting this coursework you agree to all rules and regulations of BPP regarding assessments and awards for programmes. Please note, submission is your declaration you are fit to sit.
BPP University reserves the right to use all submitted work for educational purposes and may request that work be published for a wider audience.
BPP School of Business and Technology
MSc Management
Customer Experience Strategy
Coursework FORMATIVE Assessment Brief – Version 3
Submission mode: Turnitin online access
1. General Assessment Guidance
• Please note late submissions will not be marked.
• You are required to submit all elements of your assessment via Turnitin online access. Only submissions made via the specified mode will be accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted.
• For coursework, the submission word limit is 700 words. You must comply with the word count guidelines. You may submit LESS than 700 words but not more. Word Count guidelines can be found on your programme home page and the coursework submission page.
• Do not put your name or contact details anywhere on your submission. You should only put your student registration number (SRN) which will ensure your submission is recognised in the marking process.
• You are required to use only Harvard Referencing System in your submission. Any content which is already published by other author(s) and is not referenced will be considered as a case of plagiarism.
You can find further information on Harvard Referencing in the online library on the VLE. You can use the following link to access this information: http://bpp.libguides.com/Home/StudySupport
• BPP University has a strict policy regarding authenticity of assessments. In proven instances of plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which are available on VLE in the Academic registry section.
• You should include a completed copy of the Assignment Cover sheet. Any submission without this completed Assignment Cover sheet may be considered invalid and not marked.
2. Assessment Brief
You are required to write a 700-word report on the customer experience (CX) strategy of one (1) company product/service shown below. You should base your report on the analysis of their CX strategy in one specific country in which they operate, which you must identify in the introduction to your report.
Choose one company (1) in the chart below:
Company
Product
Country
Google
My Business
Any
Apple
MacBook
Any
Coca-Cola
Sprite
Any
Mercedes Benz
Long Wheelbase E-Class
Any
Dyson
Vacuum
Any
Heinz
Baked Beans
Any
Voot
Video Streaming
India
Taj Hotels
Hotel
India
bKash
Mobile financial services
Bangladesh
Rupchanda
Edible Oil
Bangladesh
14th Street Pizza
Food
Pakistan
ChenOne
Fashion
Pakistan
GTBank
Banking
Nigeria
You should write your report for the Board of Directors of the company you have chosen from the list above. Within the business report, reference should be made to relevant CX concepts, literature and application as appropriate. Only use tables to answer the requirements where it is suggested to do so.
In this formative you have to evidence your ability to meet:
• Learning Outcome 1 – Appraise (understand) the importance of customer experience for the success of the business.
• Learning Outcome 2 – Design and implement a customer journey mapping process, persona creation and measurement metrics.
You need to address the following tasks:
1. The importance of customer experience (10 marks): Define and explain the concept of customer experience. Determine the importance of CX in the case of your chosen company’s product/service. (Suggested word count: 300 words)
2. Consumer persona creation (15 marks): Define and explain what a consumer persona is and describe its role in developing effective CX strategy. In application to the company product/service identify a consumer persona of a generation z (aged 22) and provide the following elements in a visual format (graphic or table):
a. Demographics and story of the generation z person
b. Profile of the generation z person
c. Motivations for using the product/service by the generation z person
d. Goals for using the product/service by the generation z person
e. Painpoints the product/service solves for the generation z person
(Suggested word count: 200 words)
3. Mapping the customer journey (15 marks): define and explain what a customer journey is and discuss its importance to CX strategy. In relation to your generation z consumer persona identified in task 2, using a graphic or table, map their customer journey. This should be from the perspective of the generation z consumer persona and include the following:
a. Stages of journey
b. Activities
c. Feelings and needs
d. Potential opportunities for improvement
(Suggested word count: 200 words)
4. Presentation (5 marks): present your report in a structured and professional manner using Harvard referencing guidelines.
Suggested Structure
A 700-word business report to the Board of Directors of the company, in the capacity of a CX strategy consultant. There are many ways to construct a report and the following is only a suggestion:
Title page: your reader’s first impression of the report. It should be succinct but still describe the report’s contents so that it can be distinguished easily from other reports.
Comprehensive list of contents: a table of contents could help the reader to find specific information in the report quickly. This includes page numbers and any additional sections such as appendices and bibliography.
Report: covers your answers to the requirements one to eight as listed above.
Appendices: Appendices contain additional information which would be too detailed to include in the main body. Typical examples of information included in appendices can be glossaries (if it is a technical report), tables with supporting statistical data, examples of research and so on.
References list: if you have consulted any source, either printed or on-line, you must include it in the list of your references and dates of internet access where applicable. For more information on referencing and the Harvard system access the link given in the General Assessment Guidance above.
3. Formative Assessment Marking Guide (student version)
No mark is awarded for the Formative. The marking guide is used only to indicate to you the relative importance of each part of the Assignment. The following table shows the mark allocation and approach required. Assignment Part Mark Approach
1. The importance of customer experience
(10 marks)
2
2
3
3
• Clear definition
• Explanation of the concept of customer experience.
• Why CX is important
• Appropriate discussion of the importance of improving the customer experience in the case of your chosen company product/service.
2. Consumer persona creation (15 marks)
2
2
3
8
• Clear definition of a consumer persona
• Explanation of a consumer persona
• Explain its role in developing effective CX strategy.
• Identification of one generation z (age 22) consumer persona for your chosen company product/service and a detailed visual (graphic or table) is provided containing the following elements:
o Demographics and story of generation z
o Profile of generation z
o Motivations for using your chosen company product/service for the generation z
o Goals for using your chosen company product/service for the generation z
o Painpoints your chosen company product/service solves for the generation z
3.Customer journey map (15 marks)
1
2
2
2
8
• Clear definition of customer journey
• Explanation of a customer journey
• Purpose of customer journey
• Importance to CX strategy.
• A detailed customer journey is presented as a graphic or table based on the generation z consumer persona identified in task 2. It should include the following elements:
o Stages of journey
o Activities
o Feelings and needs
o Potential opportunities for improvement.
Presentation (5 marks)
1
2
2
• Clear structure and layout
• Writing style: professional and concise
• Appropriate Referencing: range and credibility of the sources use and correct application of Harvard referencing style throughout report and appendices
Total
45